PPC Should speak to your target market, not just your bidding budget

Marketing managers usually have to get approval for the PPC (Pay-Per-Click) campaignsthey want to run – which means giving the cold, hard figures to their boss. Even if you’re the business owner (and the decision maker), deciding how much you’re prepared to spend on a monthly basis is a huge part of kick-starting your paid search advertising campaign.

There is, however, one thing that’s even more important than your bidding budget – and that’s choosing your keywords. It happens far too often that people choose keyword phrases that are way too broad and not specific to their niche target market. The problem with choosing broad keyword phrases is that you will be competing with too many other bidders in order to reach a too broad audience. A better strategy is to go as niche as possible and find specific, long-tail keywords that speak directly to a potential customer.

An example of a broad keyword phrase would be “learn to cook”. If you’re looking to target a specific group of customers online, you should rather focus on exactly what you’re offering clients and rather choose keywords such as “evening cooking courses for couples” or “gourmet cooking classes for professional chefs”.

One of the reasons why this can be so confusing is that PPCand SEO (Search Engine Optimization) keywords are often very different. While they do overlap in some cases, you will get the most out of our bidding budget if you spend a bit more time finding niche keyword phrases.

If you need help determining keyword profitability, maximum cost per click or keyword research it’s time to talk to the internet marketing pros at WSI OMS. Give us a call to find out how we can help you with your next PPC campaign.